Social Marketing 30% Assignment (1)

Injibara University
College of Business and Economics
Department of Marketing Management
Social marketing Individual assignment (30%)
Submission date; when you are back to campus or before (online) through email or
Telegram channel
Part one: True or False
Write true if the statement is correct or false if the statement is incorrect and compare your
answer with the answer key given at the end of the text (1 point each)
1. Social marketing is advertising, slogans, reaching everyone with media blitz and a quick
process.
2. The marketing process of commercial marketing and social marketing are undistinguishable.
3. Social marketing is a ‘downstream’ approach – all about individual behavior change.
4. Change from an adverse idea or behavior or adoption of new ideas and behaviors is the goal
of social marketing.
5. Social marketing is simply approach to impacting social issues.
6. Positioning principles and processes for social marketing are not similar to those of
commercial marketing.
7. A cost-to cost superiority tactic relies on a favorable comparison of the desired

behavior relative to those of the competition.
8. Brand image is the process of developing an intended brand identity.
9. Positioning starts with a product a piece of merchandise, a service a company and institution
or even a person.
Part two: Multiple choices
Choose the best answer for each of the following questions (1 point each).
1. Social marketers typically want to influence target audiences to do the following things
except
A. Modify a current behavior
B. Rejects a potentially desirable behavior
C. Accept a new behavior
D. Abandon an old undesirable behavior
E. None
2. Which of the following statement is incorrect about social marketing?
A. The main bottom line of social marketing is influencing behaviors
B. It utilize a systematic planning process that applies marketing principles and techniques
C. Its focus is on priority target audience segments
D. It delivers a positive benefit only for individuals.
E. None
3. The term social marketing was first introduced by Philip Kotler and Gerald Zaltman to
describe “the use of marketing principles and techniques to advance a______________
A. social cause
B. idea
C. behavior
D. All of the above
4. ________________is a name, term, sign, and symbol and /or design that identified the maker
or seller of a product.
A. Branding
B. Brand identity
C. Brand image
D. Brand
5. A benefit-to-cost superiority tactic emphasizes on:
A. the benefits of the desired behavior and the costs of the competing behavior
B. a favorable comparison of the desired behavior relative to those of the competition
C. Decreasing perceived benefits of the competition
D. None of the above
6. Concern about self- efficacy fear or perceived high costs associated with performing the
behavior is ______________________focused positioning.
A. Behavior
B. Competition
C. Barrier
D. Benefit
7. Brand Extension is:
A. The practice of using the established brand names of more than one company on the same
product or marketing them together in the same fashion.
B. Any information bearing experience a customer of prospect has with the brand.
C. The degree to which a consumer consistently purchases the same brand within a product
class.
D. All of the above
8. A social marketing product can exist in the form of _______________

A. Idea
B. Belief
C. Sustained behavior
D. Attitude
E. All of the above.
9. ________________ is the extent to which consumers recognize a brand.
A. Cobranding
B. Brand Contact
C. Brand Elements
D. Brand Awareness
E. Brand Mix
Matching: Match stages of strategic social marketing listed in Column “A” with the
descriptions for each stage in column “B” (1 point each).
Column “A”
1. Planning
2. Pre-testing .
3. Implementation
4. Listening
5. Structuring
6. Monitoring
Column “B”
A. Going back to the customer to see if the program is working
B. Establishment of organization, staff, and systems to make the program work

C. Analysis of internal and external environments.
D. Careful specification of program’s mission, objectives, and goals, and its core
marketing strategy
E. Going first to potential target audience members and asking: will this work?
F.Carrying out the social marketing core strategies
Short answer questions (2 point each)
1. How does social marketing differ from the commercial marketing?
2. Criticize the following definition of social marketing given by Kotler and Zaltman in
1971:“social marketing is the design, implementation and control of programs calculated
to influence the acceptability of social ideas and involving considerations of product planning,
pricing, communication, distribution and marketing research”.
3. Clearly discuss the applications of social marketing with your own practical example.

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Injibara University

College of Business and Economics

Department of Marketing Management

Social marketing Individual assignment (30%)

Part one: True or False

3. Social marketing is a ‘downstream’ approach – all about individual behavior change.

5. Social marketing is simply approach to impacting social issues.

7. A cost-to cost superiority tactic relies on a favorable comparison of the desired

8. Brand image is the process of developing an intended brand identity.

A. Modify a current behavior

B. Rejects a potentially desirable behavior

C. Accept a new behavior

D. Abandon an old undesirable behavior

2. Which of the following statement is incorrect about social marketing?

A. The main bottom line of social marketing is influencing behaviors

C. Its focus is on priority target audience segments

D. It delivers a positive benefit only for individuals.

D. All of the above

5. A benefit-to-cost superiority tactic emphasizes on:

B. a favorable comparison of the desired behavior relative to those of the competition

C. Decreasing perceived benefits of the competition

D. None of the above

7. Brand Extension is:

D. All of the above

8. A social marketing product can exist in the form of _______________

E. All of the above.

9. ________________ is the extent to which consumers recognize a brand.

A. Going back to the customer to see if the program is working

B. Establishment of organization, staff, and systems to make the program work

F.Carrying out the social marketing core strategies

Short answer questions (2 point each)

1. How does social marketing differ from the commercial marketing?

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